PPC audits are essential for maintaining and optimizing your Bing Ads and Google AdWords accounts. It is recommended that you conduct an audit every six months or every time you start managing a new account to ensure every account is optimized to its full potential. An audit should not be conducted within three months of making significant changes. Every PPC audit should include at least three months' worth of PPC data.
An account audit is quite simply a dive into your account to determine areas that could use further attention or work in order to improve performance. We’ll outline the actual process of the audit shortly.
Throughout your account audit, you likely compiled a list of things that need attention within your account. The first thing you must do is prioritize your list. There are a few different ways to handle the priority piece depending on why you did the audit in the first place. If you had a specific issue, you want to implement what will begin righting the ship the fastest first, then move to the things you may have uncovered along the way that aren’t directly related to the problem.
Assuming you completed the audit for a more overall look into what might be a bit out of whack, then you should prioritize according to what’s going to affect your bottom line the most, or according to the amount of time it will take to complete the particular tasks. You also want to make sure you don’t make too many changes too quickly, as you may do more harm than good. For example, when negotiating a restructure of ad groups or overall campaigns, you want to not move too much too fast or you may shock your performance history and end up making things worse.